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Email newsletters are an essential and potentially high-performing tool for marketers. However, what often happens is the newsletter is created, and while it continues to be sent year in and year out, it is not reviewed or measured.
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B2B email marketing is highly cost-effective. Anything from two to 2 million emails (and more) can be sent with a single click of a mouse. And by directing recipients to a sign-up field on your website it also enables you to further build your opt-in database by converting targeted prospects into subscribers to your blog or newsletter. Email marketing is most effective when used as part of an integrated campaign – e.g. telemarketing and direct mail – to targeted sectors.
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In the right hands, email is probably the most cost-effective marketing tool yet invented. It is especially powerful in a B2B context. An effective email marketing campaign allows you to communicate with your prospects and clients at a fraction of conventional advertising. It will drive traffic to your website, enable you to track visitor activity, fine-tune conversion and allow you to calculate your ROI with pinpoint precision – fast! Yet despite this, so many would-be e-marketers fall at the first… Read more »
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Email campaigns are not being tested for effectiveness as often as they should be, a new report reveals. Research from Experian Marketing Services reveals that marketers are not devoting as much time as they should to analysing their email tactics, reports BtoB Online.Digital analytics manager Tamara Gruzbarg, pointed out that marketing practitioners are not paying enough attention to testing and this could be harming their overall strategy.She maintained that it is "critical" for marketers to understand that comprehensive planning is… Read more »
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A personalisation technique has been recommended to direct marketers hoping to incorporate email marketing strategies into their campaigns this year.According to Derek Gehl of Entrepreneur.com, the effect which personalisation has on targets, some of whom will be picked from business lists, should not be underestimated.He explained that including the name of an intended recipient in the subject line of an email could make the message more eye-catching.Mr Gehl said: "When you stay in touch with your regular customers and subscribers… Read more »
